FOOD FOR THOUGHT

A Small Business with Big Taste is “Planted” in Pittsburgh

by Rebecca L. Lucore

February 24, 2025

There are a lot of different reasons people choose to be vegan – health, ethical, mindfulness, and sometimes, even curiosity.  Experimenting with a plant-based lifestyle and cooking for yourself can be inspiring, rewarding, and challenging at times, but imagine finding your own comfortableness with it and deciding to inspire others to find theirs through your food.

Gerald Charlton of Veggies N’at, a small, black-owned business in Pittsburgh, did just that.  His love of cooking started years ago while working at an Italian restaurant as a dishwasher.  “I would always sit back and observe what the line cooks were doing whenever I didn’t have dishes to do. I remember one evening the kitchen was getting crushed and they needed a salad made on the fly,” said Charlton. “I offered to make it and never looked back as my love for cooking grew.”  

Charlton was not raised a vegan, nor did he eat a lot of plant-based dishes, but a health scare changed all that.  In 2017 while being discharged from the hospital for a heart condition, he was told he would be taking medication forever, or at least for a very long time.  He decided he wanted another choice, so he started his vegan journey in search of better health, and the kind of mindfulness that comes with knowing you are doing something good for yourself.

Only two years later, the concept for his small business was born, and like any new business he started his roller coaster ride. “We started off doing weekly prepared meals at a time when homecooked, vegan food wasn’t yet main streamed, and they really took off,” said Charlton. “I decided to leave my comfort zone and challenged myself to grow the business by offering private catering and to launch my food truck.” 

Gerald Charlton took his love for cooking and his goal to work for himself and ran with it.  He launched the Veggies N’at Food Truck and his catering business.  He also learned a lot along the way, including how to build and lead a brand.

You will encounter the Veggie N’at Food Truck at some favorite vegan events in Pittsburgh like VegFest or VegFair and at several regional farmer’s markets.  People line up for their iconic varieties of vegan mac and cheese, which in my opinion, can rival the gooey, creamy, comforting nature of any milk-based version.

Small Business Strategy – No Bricks and Mortar

As Charlton’s business grew, so did the need for space to prep in and cook.  Like many small businesses, investing in bricks in mortar is expensive.  “I don’t have the need to purchase permanent space to cook in,” Charlton said.  “I found Fulton Commons located on the north side in Manchester. Working in the space reminds me of being back in my childhood neighborhood and the community that comes with it.”  He added, “You get good conversations, collaboration opportunities, and let’s just say you’re out of an ingredient, most of the time you ask around and somebody’s got you covered.”  

Charlton stays connected to the neighborhood where he grew up, including the Garfield Farm.  He not only shows up in many ways at the farm, but also all-around Pittsburgh where he does cooking demonstrations and events, and guest speaking with different organizations. 

For more information on how to order everyday comforting, but healthy meals, or elegant holiday favorites like plant-based crab cakes, potatoes with gravy, and charcuterie boards, check out Veggies N ‘at here.